Contents 01 | Jason Identity
5
02 | Mark of the Sea
9
03 | Other Elements
19
04 | Our Submarines
29
05 | Applications
47
01
0 1 | JA SON I DENTI TY | 7
Jason Identity Jason is marketed to the affluent and adventureloving individual with a unique love for the sea. However, Jason seeks to take luxury past its traditional definition and unite luxury and ecological responsibility with class.
8 | JASO N IDENTITY | 0 1
0 1 | JA SON I DENTI TY | 9
Making History Although Jason as a company is still in its startup phase, our brand aims to be one of authority, trustworthiness, and prestige, and the way we visually present ourselves is the first indication to our customers that this image is who we are. While there may not be much history to this brand, we hope to establish a tradition of finding adventurous new ways to enjoy the sea, and doing so responsibly.
02
0 2 | MA RK OF THE SEA | 1 1
Mark of the Sea To capture the power of the ocean in a single mark is not a challenge taken lightly. However, associating our brand with the ocean instantly is a necessity, especially since much of the rest of the brand imagery uses a visual language similar to that of luxury cars. For this reason, our mark immediately presents an organic wave-like form in a deep aquatic blue.
12 | MARK OF THE SEA | 02
0 2 | MA RK OF THE SEA | 1 3
Before anything else we are Jason.
14 | M A R K O F T H E S E A | 0 2
0 2 | MA RK OF THE SEA | 1 5
Second to this, we are of the sea.
JASO
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ON
0 2 | MA RK OF THE SEA | 1 7
Custom Type The typography of the logo is a modified form of Philosopher, a unique typeface that walks the line between serif and san-serif, traditional and modern, much like Jason’s image. The changes emulate the waves and pointed ends of the logo mark within the typeface, and further hint at Jason’s unique identity. All changes are made with care not to sacrifice legibility.
18 | M A R K O F T H E S E A | 0 2
0 2 | MA RK OF THE SEA | 1 9
20 | MARK OF THE SEA | 02
0 2 | MA RK OF THE SEA | 2 1
22 | MARK OF THE SEA | 02
H O RIZO N TA L This is the primary form the logo takes, most suitable for headers or long applications.
VERTICAL Occasionally there is a need for more squarelike proportions, so a vertical version exists.
M A RK O N LY The wave mark appears alone on the front and rear of all vehicles, and is also permitted in some applications.
0 2 | MA RK OF THE SEA | 2 3
Multiple Forms Although the logo itself is not to be changed significantly in applications, the variety of forms the logo may live in (steel emblems, print, web) makes necessary several layout options, as pictured. For best legibility at very small sizes, the mark alone may be used, when the name is understood contextually by the viewer.
24 | M A R K O F T H E S E A | 0 2
0 2 | MA RK OF THE SEA | 2 5
Usage Guidelines Just as important as the forms themselves, the spacing of the logo should be respected whenever possible. The use of open space contributes to Jason’s image of modernity, cleanliness, and authority.
26 | M A R K O F T H E S E A | 0 2
Maintaining Our Mark Jason as a company believes in allowing the user to
More creative freedom can be taken in the use of
express their individuality in their vehicle choice.
imagery and patterns, but such a freedom in these
It is not Jason’s job to express that individuality.
mediums is dependent on the consistency
Rather, we are the blank canvas on which the user
demonstrated in the logo and brand colors.
can paint their own image. As such, the logo should not be substantially changed. Here are a number of regulations on how the logo should and should not be used, but remember that the spirit of the law is to be followed more than the letter of the law. The aim of such rules is to maintain a consistent image that builds trust and recognizability with the customer base.
X D O N ’ T A D D D RO P S H A D OW
✓
D O M A I N TA I N CO N T R A S T WIT H BACKG RO U N D
X D O N ’ T CH A N G E LO G O CO LO R
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D O U S E D U OTO N E W H E N I N CO LO R
X D O N ’ T S H OW LO G O I N G R E YS C A LE
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D O U S E S O LI D B L ACK O R W H IT E
X D O N ’ T CRO P T H E LO G O
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D O U S E S IT UATI O N A LLY A PPRO PRIAT E LO G O S
X D O N ’ T S T R E TCH O R D I S TO RT
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D O M A I N TA I N LO G O PRO P O RTI O N S
X DON’T EMBOSS
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D O M A I N TA I N FL AT, TI M E LE S S R E PR E S E N TATI O N
X D O N ’ T U S E O N LY T H E LO G O T Y PE
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D O U S E O N LY LO G O M A R K , W H E N A PPRO PRIAT E
X D O N ’ T A D D O N TO T H E LO G O
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D O U S E H E A D E R S B E S I D E S M A RK O N T WO LI N E S
Department of Branding & Identity D EPA RTM ENT O F B R A N D IN G & ID ENTIT Y
X D O N ’ T CO M B I N E LO G O S
✓
D O U S E O N E M A R K A N D O N E LO G O T Y PE
X D O N ’ T ROTAT E T H E LO G O
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D O K E E P LO G O FL AT A N D E V E N WIT H A PPLI C ATI O N
X D O N ’ T CH A N G E T H E LO G O S PACI N G
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D O FO LLOW S PACI N G G U I D E LI N E S
X D O N ’ T FLI P T H E D U OTO N E CO LO R S
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D O K E E P CO LO R I N T EG RIT Y
03
0 3 | OTHER EL EMENTS | 3 1
Other Elements As the previous chapter indicated, room for creative expression and varying campaigns is created in the additional, secondary elements that are part of the Jason brand. These elements include color, pattern, iconography, and imagery.
32 | OT H E R E L E M E N T S | 0 3
162d54
7C0000
CEA87A
NAV Y BLUE
DEEP RED
GOLD
PANTONE 534 C
PANTONE 7622 C
PANTONE 466 C
CMYK 74, 46, 0, 67
CMYK 0, 100, 100, 51
CMYK 0, 18, 41, 19
RGB 22, 45, 84
RGB 124, 0, 0
RGB 206, 168, 122
HEX #162d54
HEX #7C0000
HEX #CEA87A
Represents our nautical ties and professionalism.
For use when the language is about safety or excitement and thrill.
Represents luxury, used in accents where white and navy dominate.
E2E2E2
FFFFFF
055984
SOF T GRE Y
WHITE
ACCENT BLUE
PANTONE 663 C
PANTONE --
PANTONE 308 C
CMYK 0, 0, 0, 11
CMYK --
CMYK 96, 33, 0, 48
RGB 226, 226, 226
RGB 255, 255, 255
RGB 5, 89, 132
HEX #E2E2E2
HEX #FFFFFF
HEX #055984
An alternative to white, best for backdrops to images and renders.
Essential for spacing out content and creating an air of modernity.
Only used in the logo and as a pattern accent, nowhere else.
0 3 | OTHER EL EMENTS | 3 3
Color Color plays an additional role in Jason branding. Much of the brand presents itself in Navy Blue and White. Occasional Gold elements can be used as accents. However, the Deep Red is rarely seen in typical publicfacing materials. Deep red is reserved for user experience materials. The user manual to owning a Jason submarine, all maintenance hatches, and emergency equipment is red to draw attention to those items in important safety situations. The only exception is the use of a red sub in outward-facing materials, and this is again to get the user to imagine the experience of owning a submarine, similar to a sports car.
3 4 | OT H E R E L E M E N T S | 0 3
0 3 | OTHER EL EMENTS | 3 5
Minimal Pattern Although generally our brand should stick to flat colors and simple art, if any, the use of a topographic map repeating pattern is acceptable on internal documents like business letters and personal business cards. This pattern should generally not be used on user-affairs documents or on the submarines themselves.
0 3 | OTHER EL EMENTS | 3 7
Photography When using photography in promotional materials, the imagery should primarily highlight the design of our submarines. Some life shots can be used, so long as they are clean and not busy. For most materials, however, the submarines should be shown in good lighting on solid backdrops, as water can interfere with color and lighting. In less conventional advertising campaigns, the use of visual metaphors in relation to the photographed submarine is encouraged.
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Icon Library As Jason is also a vehicle producer, it is
applications), consistency should be main-
necessary to have standards on the creation
tained across all icons in one central icon
of icons for displaying information more
library. These icons are also essential to
simply, such as in the user manual or on the
maintenance personnel, so their meanings
vehicle dashboard.
should not be altered without substantial reason to do so. Uniformity, clarity, and
Icons for these purposes much be easy to
consistency are key to the success of this
read at small sizes and clearly indicate what
library and essential to the safety of
they refer to contextually. Since icons may be
everyone involved with the submarines.
used elsewhere (business cards, web
Such standards should not be taken lightly.
0 3 | OTHER EL EMENTS | 4 3
Grid Standards To keep a consistent style, use a 24 by 24 pixel grid. Outlines of icons should not be narrower than 1 px, or wider than 2 px. In general, ends of lines should not be rounded, unless doing so contributes to the reading of the icon. As much as possible, leave a 2 px margin around the icons, allowing for better spacing when used beside text.
4 4 | OT H E R E L E M E N T S | 0 3
Deepest Water
Full Battery
Speed
Recycled
Deeper Water
Medium Battery
Depth
Maintenance
Water
Low Battery
Warning
Eco
Anchor
Battery Warning
Water Pressure
Seats
Anchor Flipped
Charge
Headlights
Propeller
0 3 | OTHER EL EMENTS | 4 5
Mobile
Decrease
Increase
Phone
Safety Equipment
Location
Large Boat
Submarine
Small Boat
Temperature
4 6 | OT H E R E L E M E N T S | 0 3
0 3 | OTHER EL EMENTS | 4 7
FINISHED
Buttons should be clear and have strong contrast to draw attention from the user.
Web & UI Although we are not primarily a web-based company, arguably our most important
When web apps have longer processes, it is ideal to show information as simply as possible, only offering more when the user interacts and shows that he or she is ready.
process - the selling of submarines - takes
If there are multiple steps, offering a preview of the next step better prepares the user for what’s to come and gives some hint of where they are in the process.
Accessibility, clarity of information, and
The ultimate goal is to prevent the user from feeling overwhelmed and potentially leaving the page.
Finally, ensure that there is indication of where the user is. This kind of reminder makes overall navigation easier and gives the user a better sense of the sitemap, even if subtly.
place through digital means, so the need of useable web products cannot be overstated.
user-friendlty experience is a top priority in any web application.
04
0 4 | OU R SU B MA RI NES | 4 9
Our Submarines Although our mark is the strongest icon of our brand, a close second is the submarines we create. Each model of submarine produced going forward should have features that visually inform the viewer that they are Jason submarines, as outlined in the following chaper.
50 | O UR SUBMA R IN E S | 0 4
The Argon Our first and debut submarine model, the Argon, is the first submarine to be battery-powered and solar-charged allowing for a lot of exploration on a very small ecological footprint. As the first of many submarine models to come from Jason, the Argon is the example to follow for design features as a vehicular “tradedress.�
0 4 | OU R SU B MA RI NES | 5 1
A RG 52 | OUR SUBMA R IN E S | 0 4
Deeper than ever. Bolder than ever.
Cleaner than ever.
GON 0 4 | OU R SU B MA RI NES | 5 3
Eco-friendly without sacrificing style.
Luxury without being irresponsible.
0 4 | OU R SU B MA RI NES | 5 5
Icons of Identity The first and most striking feature of Argon submarines should be that from the side, they emulate our mark. This is achieved by having the paint coat broken up by a strip of metal (grey), similar to how the mark has an empty stroke between its separate parts. To mimic the upward swirl of the mark, the submarine body also curves up, making room for the water-intake grill in the front of the submarine.
56 | O U R S U B M A RI N E S | 0 4
Elements Jason borrows a lot of its visual language from that of cars. Propellers resemble wheels. The headlights look like cars’ headlights. And like cars, submarines carry the possibility to use shared design characteristics to identify their maker. Jason aims to make use of this fact through a sort of vehicular “tradedress.”
Headlights provide another opportunity for consistency. Headlight cavities should follow the curve of the body of the submarine, and house two bright headlights.
0 4 | OU R SU B MA RI NES | 5 7
The front waterintake grill is another iconic feature, and is helpful in maintaining the visual references to our mark in the submarine body.
The mark emblem must be featured on the front and rear of the submarine, always in steel. Jason submarines should have three propellers consistently across models, although exact placement may vary.
05
0 5 | A PPL ICATIONS | 5 9
Applications Finally, all of these guidelines create a cohesive brand image and user experience, demonstrated best through some applications.
0 5 | A PPL I CATI ONS | 6 1
Business Cards
Captain
555.123.4567
captainnemo@gmail.com
555.123.4567
2000 Leagues Rd. Louisville KY, 12345
NEMO DAKKAR
NEMO DAKKAR
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0 5 | A PPL I CATI ONS | 6 3
Correspondence
0 5 | A PPL I CATI ONS | 6 5
Advertising
6 6 | A PPLI C ATI O N S | 0 5
0 5 | A PPL ICATIONS | 6 7
Web & UI
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0 5 | A PPL ICATIONS | 6 9
Submarines
Credits SUSAN PALLMANN Brand Identity Submarine Design Submarine Renders Icon Library Design Business Card Mockup Correspondence Mockup
GOOGLE MATERIAL Icon Library Inspiration & Guidelines
BEREND DE KORT Water Stock Photo (Pexels)
MYR ABELL A Yacht Photo (Wikimedia Commons)
UNIVERSIT Y OF LOUISVILLE Identity Systems | Fall 2019 Steven Skaggs